Pengaruh Flash Sale dan Live Streaming pada Platform E-Commerce Shopee terhadap Impulse Buying pada Produk Glad2glow Di Kota Depok

Abstract

The growth of e-commerce has encouraged businesses to utilize digital marketing strategies such as Flash Sales and Live Streaming to boost sales. However, the impact of these two strategies on consumers’ Impulse buying behavior—particularly regarding Glad2Glow skincare products in Depok, still requires further study. This study aims to analyze the partial and combined effects of Flash Sales and Live Streaming on Impulse buying among consumers of Glad2Glow products on the Shopee platform. This study employed a quantitative method using an explanatory research approach. Data were collected through a questionnaire distributed to 100 respondents using purposive sampling. Data analysis was conducted using SPSS version 29, including validity and reliability tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The results show that Flash Sales have a positive and significant effect on Impulse buying with a t-value of 4.102 and a significance level of 0.000. The Live Streaming variable also has a positive and significant effect with a t-value of 4.796 and a significance level of 0.000. Simultaneously, Flash Sales and Live Streaming have a positive and significant effect on impulse buying, with an F-value of 48.714 and a p-value of 0.000. The coefficient of determination (R²) value of 0.501 indicates that these two variables explain 50.1% of the variation in impulse buying. Thus, Live Streaming and Flash Sales have been proven effective in increasing impulse buying, with Live Streaming being the most dominant variable.